Making the Case for A Challenger Against Two 800-Pound Gorillas
After resolving a lawsuit brought by the industry leader that almost killed it before it got started, this scrappy newcomer needed a clear and compelling market position so it wouldn’t be written off as the unnecessary third wheel in a field of three players.
To capture the essence of the company, a team from Padovani Communications interviewed executives, employees and health plan and hospital customers. It also identified the company’s strengths and weaknesses versus the market leaders. The team developed a set of three customer-focused messages that served as the foundation for all communications, including an arresting new web site, collateral and telemarketing scripts.
Using its differentiated positioning, this company has thrived. It has steadily added new business with major providers and payers across the United States while attracting leading industry executives and qualified employees to support its rapid expansion.